Aston University: Learn here. Earn more.

Aston-University-Logo

One of the perks of working in marketing is creating something that resonates. Sure, first comes the strategy, positioning etc. but eventually you get to the fun part: messaging and creative.

My task was to take the statistic:

Aston is ranked 2nd in the UK by the Economist for boosting graduate salaries, graduates earning, on average, within £3000 more five years after graduation.

… and turn it into something campaignable.

After a little wordplay and tapping into key themes, I arrived at the messaging:

Learn here. Earn more.

Direct and simple, it mirrors Aston’s reputation of being ‘business-like and getting things done’, as well as speaking to the ‘ruthless ambition’ of the students it attracts.

The campaign used graduate success stories to back up the messaging, which was further reinforced by the credibility of the Economist statistic.

The creative was bold, direct and put the stars of those stories on billboards and across a variety of outdoor media in the Midlands. The campaign was supported by a suite of digital communications, which included stories, written by myself, and video.

Creative execution and placement

Thomas Street, Birmingham

Out of home ads created by Kyle Campbell.jpg

Generic out-of-home network

Outdoor display ads in Birmingham.jpg

Bullring

Ads produced by Kyle Campbell in the Bullring.jpg

Ad on the Aston Expressway

Ad on the Aston Express Way.jpg

Birmingham City Centre

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What the client says

“Kyle has worked on a number of strategically important projects to drive up applications and convert applicants. He is a pleasure to work with, full of innovative ideas and has the ability to just make things happen.”

Dawn Vos
Head of Undergraduate Marketing | Aston University

Aston University: VR Headset

Aston-University-Logo

Results Day is an emotional time. Forget the pictures in local newspapers, students holding up little pieces of their future, just imagine (or recall) that feeling of finally knowing what was happening with your life in September after months of waiting.

Now picture a campaign that rides of the back of that high. That celebrates your emotional moment of getting into university and gives you a glimpse of the fun, unscripted times ahead.

Working with Aston University, I managed the creation of a branded VR headset that was sent to all new Aston students on Results Day. Additionally, I scripted and storyboarded a 360-degree video to accompany the device.

The headset was packaged with a small postcard, including a link to a video explaining how to use it:

You can also watch and learn more about the creative concept for the VR video in the project: Say Hello to Aston in 360.